X-men provide first platform


MOUNTAIN Dew has just finished the first promotion of its new Green Screen marketing programme – a series of exclusive entertainment opportunities and on-pack promotions it describes as a long-term platform developed to hook into its target audiences’ “passions for film and gaming”, engage with consumers and drive sales and repeat purchase.

The first in the programme was a tie-in with blockbuster movie X-Men: Days of Future Past.
The promo allowed consumers to enter a code printed on the inside of Mountain Dew Sugar Free and Original PET labels, for a chance to win prizes including a trip to Fox Studios in Los Angeles and X-Men DVD box sets.
Mountain Dew 500ml PET bottles were presented in X-Men capes. The marketing message on the packs encouraged the brand’s fans to take a selfie with their caped bottle and post it on social media channels for the chance to win on-the-spot prizes.